“Belle” translates directly into “beautiful woman” in French. In addition, its Chinese translation ‘百丽’ means that you have a hundred ways to be beautiful. Belle structures its business model around these two concepts. It targets women that enjoy fashion, likes to travel, and sees multiple ways to be beautiful. It provides shoes for women for different occasions while still remaining fashionable.

Belle mainly focuses in making shoes for females, but it offers some products for males. The major customers are white-collars who receive mid-class salary and in are in between the ages of 20 and 40.